In the Brisbane digital landscape, the debate between Google Search and the Google Display Network (GDN) is often framed as a choice of budget. However, our data at Local Marketing Group suggests that the decision shouldn't be based on what you want to spend, but rather on the current state of your market's intent.
To illustrate this, we’ve analysed two distinct campaigns managed over the last 12 months for Queensland-based SMEs: a high-intent emergency service provider and a lifestyle brand launching a disruptive new product. The results highlight a fundamental shift in how 2026's AI-driven bidding environments respond to different network placements.
The Intent Gap: A Tale of Two Campaigns
Case Study A: The High-Intent Plumber (Search Dominance)
For a local plumbing business in South Brisbane, the objective was immediate lead generation. We allocated 90% of the budget to Search.The Data: - Average CPC: $14.50 - Conversion Rate: 18.2% - Cost Per Acquisition (CPA): $79.67
In this scenario, Search was the clear winner. When a pipe bursts at 2:00 AM, the customer isn't browsing a news site; they are actively hunting a solution. However, we noticed that as competition increased, the CPA began to creep up. To combat this, we focused on negative keyword audit strategies to ensure we weren't wasting budget on broad, non-serviceable terms.
Case Study B: The Eco-Friendly Pool Treatment (Display First)
Conversely, a Gold Coast-based startup launched a revolutionary pool mineral treatment. Search volume for their specific brand was non-existent, and general terms like "pool chemicals" were dominated by big-box retailers with massive budgets.The Data: - Average CPC (Display): $0.85 - View-Through Conversions: 42 - Assisted Conversion Value: $12,400
By using the Display Network to target audiences interested in "sustainable living" and "home improvement," we created demand where none existed. The Display ads acted as the top-of-funnel catalyst, warming up the audience before they eventually converted via a branded search later in the week.
Why Your Industry Dictates the Network
Analytical data shows that the "Search vs. Display" decision is actually a question of Market Sophistication.
1. High Urgency/High Utility: If your service fixes a pain point that cannot wait (legal, medical, emergency trades), Search is your primary engine. Your goal is to be the first answer to a specific question. 2. Low Urgency/High Visual Appeal: If your product requires visual demonstration or is an impulse buy (fashion, tourism, new tech), Display and Demand Gen campaigns often yield a higher long-term ROI by lowering the initial cost of brand discovery.
The 2026 Hybrid Reality: Performance Max and Mid-Funnel Gaps
As Google’s automation becomes more aggressive, the lines between these networks are blurring. Many Brisbane business owners find that their Google Ads are shrinking in terms of manual control. This is where the strategic use of Display becomes a safety net rather than a gamble.
Instead of choosing one or the other, we are increasingly seeing success with a 80/20 Split Strategy: - 80% Search: Capturing existing demand for high-value keywords. - 20% Display Remarketing: Re-engaging users who visited your site but didn't convert, keeping your brand top-of-mind during their decision-making process.
Actionable Takeaways for Brisbane Business Owners
If you are currently auditing your Google Ads performance, look at these three metrics to decide where to shift your budget:
Search Lost IS (Rank): If you are losing Impression Share due to rank on Search, don't move to Display yet. Fix your landing page and ad relevance first. Click-Through Rate (CTR) Benchmarks: On Search, aim for >5%. If you are below 3% in a competitive Brisbane market, you are paying a "bad relevance tax."
- Assisted Conversions: Check your Google Analytics 4 (GA4) path reports. If Display is showing high assisted conversion numbers, cutting that budget will eventually cause your Search leads to dry up.
Conclusion
The decision between Search and Display isn't a binary choice; it’s a tactical allocation based on your customer’s journey. Search harvests the fruit, but Display plants the seeds. For most Australian SMEs, the most profitable path lies in a balanced approach that respects the data while acknowledging the nuances of the local market.
Managing these complexities requires a deep dive into your data. At Local Marketing Group, we specialise in helping Brisbane businesses navigate these choices to ensure every dollar of ad spend is working toward a measurable return.
Ready to stop guessing and start growing? Contact the experts at Local Marketing Group today for a comprehensive audit of your digital strategy.